He has a strong customer and data background and joins Weve at a critical time in its evolution as a number of beta trials roll-out around new mobile ad formats and payment services.

He is believed to have a remit up shake-up Weve’s operation, and ensure the expanding venture is fit for purpose as it pits itself against the advances in the mobile ad space being made by tech giants including Google and Facebook.

Hipperson’s interim role is believed to extend well into 2015, until a number of projects at Weve come to fruition.

Weve’s unique proposition is more than 22 million opt-in subscribers garnered from the trusted networks of EE, O2 and Vodafone. The joint venture reported £13m in revenue in its first year from text messages alone.

However, its shareholders have already invested £38 million to develop a unified platform for mobile advertising, and it is this next phase, and a new team of 90 staff, that Hipperson will now lead.

Hipperson already holds a number of advisory and non-executive roles, including at real-time bidding specialist, Intelligent Futures, and online collaboration platform, Sosius.

He will be familiar with many of Weve’s priorities, having already worked with Vodafone as a global marketing client during his time at digital and data agency G2 Joshua.